Disney has momentum in streaming, and its leaders are looking for ways to further narrow the gap with Netflix in the battle for eyeballs.
Since launching Disney+ in 2019, Disney’s direct-to-consumer business has gone from a promising but costly project to a profit engine.
CEO Josh D’Amaro is prioritizing streaming by investing in technology like AI-generated ad tools for Disney+. He’s also named TV head Dana Walden as the company’s first-ever chief creative officer and tapped Adam Smith and Joe Earley as co-presidents of the DTC business.
Business Insider recently published organizational charts showing who reports to D’Amaro and Walden, and we have new details on who’s helping lead its streaming strategy, including key product and tech executives.
Smith, who’s also the product and tech chief for Disney Entertainment, joined the company in September 2024 from YouTube. He has eight direct reports, including Andre Rohe, Disney’s EVP of Product Engineering.
Smith has delivered a number of key updates to streaming staffers, including clarity on its “super app” ambitions, news of a shake-up of its streaming commerce and data teams, and a progress report on the Disney+ AI ad tool, which the tech chief said in a recent meeting is “one of the clearest areas where we’re really making traction.”
Rohe has helped Disney tech staffers better grasp the company’s AI goals, including by saying that employees shouldn’t be “tokenmaxxing,” or using AI tools regardless of how productive they are.
Disney’s standing in the streaming wars
Disney’s streamers have gained ground in 2026, scoring their highest monthly TV viewership share in nearly three years in March before posting their best month versus Netflix in nearly a year, according to Nielsen’s US data. The slight rebound comes after Disney’s streaming viewership had stagnated for years.
Disney+ and Hulu have become profitable thanks to a large base of loyal, engaged subscribers. Disney made $582 million in streaming profits last quarter, and while the company no longer discloses its subscriber count, it had 196 million subscriptions as of late September 2025.
Despite a steady stream of price hikes, Disney+ and Hulu have the lowest cancellation rates in the business, besides Netflix. Less than 4% of those services’ customers quit in May, according to data firm Antenna.
To boost engagement further, D’Amaro is bringing Disney+ and Hulu together to create a one-stop shop in streaming, while looking to use resources more efficiently. The Mouse House’s flagship streamer is also betting on short-form video, as are Peacock, Netflix, and Paramount+.
To better understand Disney’s product and tech strategy, Business Insider is publishing parts of Disney’s internal streaming org chart, based on screenshots sent by an employee.
Below are the complete org charts showing Smith’s and Rohe’s direct reports, based on Disney’s records.
Here are the direct reports to Smith, Disney Entertainment’s product and tech chief, in alphabetical order by first name:
Here are the direct reports to Andre Rohe, Disney’s EVP of product engineering, in alphabetical order by first name:
Do you work for Disney or have a tip? Contact this reporter via email at jfaris@businessinsider.com or Signal at jamesfaris.01.
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